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Executive Summary The results by age suggest that a generational effect is helping push the shift toward the 3rd Screen. There is a core segment of 3rd Screen leaders, however, who are more important to the shift in screen time. These leaders are heavy users who represent 20% of mobile-equipped teens and young adults, and a whopping 68% share of their mobile time. Others are set to follow when conditions are right.

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Nuove condizioni di connettività Wi-Fi RFID Internet zero Along with connectivity and hypertextuality, interactivity is one of the main drivers of the digital phase of electricity. This phase which follows and includes the analog phase, is making electricity cognitive. Ultimately the interaction potential will emulate our internal cognitive processing strategies, but expand the minds access to the extraordinary resources of the Web. It is already visible with Google, Wikipedia and social bookmarking a la www.del.icio.us that the kind of interactions we entertain in our own minds is now emigrating to the three main kinds of screens we have access to on a daily basis (TV, computer and cell-phone screen) among which the screen of the Blackberry is the most convergent and the most potent. It is becoming a universal experience machine, recapping all our previous media from speech to the most sophisticated audio, video and text services. Even TV is going there, already changing the profile of the television market. How do kids interact with the information appliances ? I will report on a recent study conducted for Motorola in Canada to develop this theme.www.del.icio.us